The 6 Greatest Marketing Ads Of All Time (ft. Craig Clemens)

Key Concepts

• Marketing Imbeds: Hidden secret messages within marketing copy that influence the reader subconsciously.
• Linguistic Kill Shots: Labels or phrases that frame a subject in a way that is difficult to overcome.
• Reason Why Marketing: Focusing on the specific reasons why a product is superior.
• Persuasion Formula (5 Ps & Us): A framework for creating effective ads by addressing the Problem, Promise, Proof, Proposition, and Product (Cracker Jack Secret), with Urgent and Unique elements.
• Scarcity: Creating a perception of limited availability to drive demand.
• Social Proof: Leveraging the influence of others to validate a product or service.

Tova Borgnine Perfume Ad: The Power of Marketing Imbeds

• Main Point: The story of Gary Halbert creating a successful perfume ad for Tova Borgnine highlights the power of marketing imbeds and unconventional approaches.
• Details:
  • Halbert used China musk, put it in a fancy bottle, and presented it as a world-class perfume.
  • The ad headline: "This wife of famous movie star swears under oath her new perfume does not contain an illegal sexual stimulant."
  • The subhead offered 10,000 free samples at the Century Plaza Hotel.
  • The event drew thousands, leading to department store offers and making Tova perfume a bestseller.
• Analysis: The headline's success stemmed from:
  • Social proof (wife of a famous movie star).
  • Curiosity (which movie star?).
  • Stakes/Drama (swears under oath).
  • Marketing imbed (implying the perfume might contain a legal stimulant).
• Example: The speaker suggests remixing the headline for a taco stand: "New restaurant owner swears on her oath his tacos do not contain an illegal stimulant, willing to give away free tacos to prove they're just that good."

Viagra Ad: The Unexpected Benefit of Side Effects

• Main Point: The "If you get an erection lasting longer than 4 hours, call a physician immediately" line in Viagra ads is presented as a marketing imbed, not just a mandated side effect warning.
• Analysis: The line subtly reinforces the drug's effectiveness, even while warning about a potential problem.
• Example: The speaker relates this to stem cell treatments, where the doctor framed swelling and extreme pain as positive signs that the treatment was working.

Joe Sugarman and Turning Negatives into Positives

• Main Point: Joe Sugarman, a legendary marketer, was a master of turning negatives into positives.
• Example: He sold early air purifiers with an "ugly" wire coil by emphasizing that the coil was what removed toxins from the air.

Infomercial Call to Action: Creating Urgency

• Main Point: A female copywriter revolutionized infomercials by changing the call to action from "Please call now, operators are standing by" to "Please call now, if you get a busy signal, please call again."
• Analysis: The revised line created a sense of high demand and urgency, making viewers more eager to get through and place their orders.
• Example: The speaker's company used a similar approach by sending an email apologizing in advance for the expected high demand and potential disappointment, which led to their biggest sales day ever.

Trump's Linguistic Kill Shots: Framing the Narrative

• Main Point: Trump's communication style, characterized by "linguistic kill shots," effectively framed issues and influenced public perception.
• Example: The statement about immigrants "eating the dogs and cats" in Springfield, Ohio, was factually incorrect but highlighted the issue of immigration in small towns.
• Analysis:
  • Scott Adams identified this strategy early on, noting how Trump used labels and extreme statements to control the narrative.
  • Examples include "Low Energy Jeb" and "Crooked Hillary."
  • Trump's actions, like working at McDonald's, were often designed to create a specific frame and dominate the news cycle.
• Data: The speaker observed a correlation between positive news cycles for Trump and increased odds on Poly Market, and vice versa.

De Beers: "A Diamond is Forever" and Market Domination

• Main Point: The "A diamond is forever" campaign by De Beers transformed diamond engagement rings into a cultural norm and established a powerful marketing imbed.
• Details:
  • Before the campaign, only 10% of brides received diamond engagement rings.
  • The campaign, created by copywriter Frances Gerety, linked diamonds to eternal love and commitment.
  • De Beers influenced Hollywood by providing diamonds to directors to feature in romantic scenes.
• Strategy:
  • Scarcity: Limiting the supply of diamonds to maintain high prices.
  • Social Proof: Embedding diamonds in popular culture as the ultimate symbol of love.
• Current Market: De Beers addressed the threat of lab-grown diamonds by entering the market and flooding it with cheap lab-grown diamonds, devaluing the perception of lab-grown diamonds.

Gary Ben Sanga's Worms for Sale: Reason Why Marketing

• Main Point: Gary Ben Sanga's example of kids selling worms illustrates the importance of "reason why" marketing.
• Levels:
  1. "Worms for sale" (basic product).
  2. "Buy these worms, catch more fish" (benefit).
  3. "These are local worms from the local soil, which fish prefer" (reason why).
  4. "Buy two cans of local worms, get a free bobber" (offer).
  5. Sensational headline: "Local fisherman accused of cheating because he catches the most fish reveals his simple secret"

Gary Halbert's Persuasion Formula: The 5 Ps & Us

• Main Point: Gary Halbert's persuasion formula provides a structured approach to creating effective ads.
• The 5 Ps:
  1. Problem: Identify the problem the target audience faces.
  2. Promise: State the benefit the product offers.
  3. Proof: Provide evidence that the product works.
  4. Proposition: Present the offer.
  5. Product (Cracker Jack Secret): Include a bonus or unexpected element.
• The Us:
  1. Urgent Problem: Emphasize the urgency of the problem (25 points).
  2. Unique Promise: Highlight the unique benefit (25 points).
  3. Unquestionable Proof: Provide strong evidence (25 points).
  4. User-Friendly Proposition: Make the offer easy to accept (25 points).
  5. Cracker Jack Secret: Add a bonus element (20 points).
• Total: A perfect ad scores 120 points.

Joseph Duveen: The Art of Creating Demand

• Main Point: Joseph Duveen, the greatest art dealer of all time, mastered the art of creating demand and selling to the wealthiest clients.
• Strategies:
  • Recognized the disparity between European art and American wealth.
  • Acquired entire art collections from struggling European aristocrats.
  • Created prestige around artwork by staging elaborate events and controlling the narrative.
  • Cultivated relationships with influential figures like Rockefeller, Mellon, and Frick.
  • Used scarcity and exclusivity to drive up prices.
  • Convinced clients to build museums to showcase their art and perpetuate their legacy.
• Examples:
  • Made a big deal about the "Little Blue Boy" painting coming to the United States.
  • Sold paintings to clients by making them feel inferior and then offering them "starter pieces."
  • Overpaying for the Priceless: "When you overpay for the Priceless, you're getting it cheap."
  • Duveen would show up at Andrew Mellon's house when other art dealers were there and just sit there all day.

The Importance of Relentless Sales Experience

• Main Point: A relentless sales experience in youth is a common trait among successful individuals.
• Examples:
  • Door-to-door sales (textbooks, knives, credit card processing).
  • Mormon missions.
  • Telemarketing.
• Key Takeaway: Overcoming rejection and developing resilience are crucial skills for success.
• Psychological Trick: Assigning a dollar value to every "no" to maintain motivation.

How to Improve Ad Writing Skills

• Main Point: Constant study and practice are essential for improving ad writing skills.
• Strategies:
  • Actively seek out and analyze ads.
  • Study what's trending in biohacker circles and other niche communities.
  • Understand the target audience and tailor ads accordingly.
  • Focus on creating unique and valuable products or services.
  • Avoid simply riding existing waves; aim to create new ones.

Synthesis/Conclusion

The podcast emphasizes the importance of understanding human psychology and employing unconventional strategies in marketing. From crafting compelling headlines with hidden imbeds to creating a sense of scarcity and leveraging social proof, the discussed examples and frameworks provide actionable insights for marketers. The conversation also highlights the value of relentless sales experience and continuous learning in the ever-evolving world of advertising.